May 27, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

Hershey's used the allure of home parties to promote its Hershey's Bliss chocolate.

The Hershey Co. has turned to parties to generate word-of-mouth and buzz around some of its new products.

The company recently used themed house parties via House Party, a marketing services firm, to support its new Hershey’s Bliss chocolate line. Hershey’s staged 10,200 “House of Bliss” parties over the April 25 weekend to sample its latest item and spread interest as the product rolled out in stores.

At each event, hosts invited friends and family to share personal stories of bliss while sampling three Hershey’s Bliss varieties of the bite-sized chocolate: Milk Chocolate, Dark Chocolate and Milk Chocolate Meltaway. Stories, photos and videos were posted online at houseparty.com/hersheysbliss to spread the news about the events and attendees’ reviews.

Some hosts opted to created “Blissful Memories Scrapbooks,” while others offered trivia game parties. Attendees received goodie bags and giveaways from hosts, including grocery list pads, pens and fridge magnets.

“What better way to introduce Hershey’s Bliss than to bring this experience to life and encourage party-goers to share everyday bliss with their own friends and family,” said Michele Buck, senior vice president, global chief marketing officer, in a statement.

More than 129,000 people attended the parties, the largest draw for a House Party event, the company said. The parties also drew more than 22,000 digital photos and 15,000 blog entries.

Hosts were found through Hershey’s Newsletter, women’s/chocolate blogs and via House Party’s database. The company selects hosts based on questionnaire answers that best align with the brands goals, House Party said.

The parties typically cost between $100,000 to $250,000 depending on the number planned. That fee covers the hosts’ search, the cost to supply samples and the fee to track the results.

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